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MARKETING MANAGEMENT
12th edition
4Conducting
Marketing Researchand Forecasting
Demand
Kotler Keller
4-2
Chapter Questions
What constitutes good marketingresearch?
What are good metrics formeasuring marketingproductivity?
How can marketers assess theirreturn on investment of marketingexpenditures?
How can companies moreaccurately measure and forecastdemand?
4-3
Marketing Research Defined
Systematic design, collection,
analysis, and reporting of data
and findings relevant to a specific
marketing situation facing a company.
4-4
Types of Marketing ResearchFirms
Syndicated
Custom
Specialty-line
4-5
The Marketing Research Process
Define the problem
Develop the research plan
Collect information
Analyze information
Present findings
Make decision
4-6
Step 1
Define the problem
Specify decision alternatives
State research objectives
4-7
Step 2
Data sources
Research approach
Research instruments
Sampling plan
Contact methods
4-8
Research Approaches
Observation
Focus group
Survey
Behavioral Data
Experimentation
4-9
Research Instruments
Questionnaires
Qualitative Measures
Mechanical Devices
4-10
Avoid negatives
Avoid hypotheticals
Avoid words thatcould be misheard
Use response bands
Use mutuallyexclusive categories
Allow for “other” infixed responsequestions
Questionnaire Do’s andDon’tsEnsure questions are
free of bias
Make questions simple
Make questionsspecific
Avoid jargon
Avoid sophisticatedwords
Avoid ambiguouswords
4-11
Question Types -Dichotomous
In arranging this trip, did you contactAmerican Airlines?
Yes No
4-12
Question Types – MultipleChoice
With whom are you traveling on this trip?
No one
Spouse
Spouse and children
Children only
Business associates/friends/relatives
An organized tour group
4-13
Question Types – Likert Scale
Indicate your level of agreement with thefollowing statement: Small airlines generallygive better service than large ones.
Strongly disagree
Disagree
Neither agree nor disagree
Agree
Strongly agree
4-14
Question Types – SemanticDifferential
American Airlines
Large………………………………...…………….Small
Experienced………………….………….Inexperienced
Modern………………………..………….Old-fashioned
4-15
Question Types – ImportanceScale
Airline food service is _____ to me.
Extremely important
Very important
Somewhat important
Not very important
Not at all important
4-16
Question Types – Rating Scale
American Airlines’ food service is _____.
Excellent
Very good
Good
Fair
Poor
4-17
Question Types –Intention to Buy Scale
How likely are you to purchase tickets onAmerican Airlines if in-flight Internet accesswere available?
Definitely buy
Probably buy
Not sure
Probably not buy
Definitely not buy
4-18
Question Types –Completely Unstructured
What is your opinion of American Airlines?
4-19
Question Types – Word Association
What is the first word that comes to your mindwhen you hear the following?
Airline ________________________
American _____________________
Travel ________________________
4-20
Question Types – SentenceCompletion
When I choose an airline, the most importantconsideration in my decision is:________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________.
4-21
Question Types – Story Completion
“I flew American a few days ago. I noticed thatthe exterior and interior of the plane had verybright colors. This aroused in me the followingthoughts and feelings.” Now complete thestory.________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
4-22
Question Types –Picture (Empty Balloons)
4-23
Qualitative Measures
Shadowing
Behavior mapping
Consumer journey
Camera journals
Extreme user interviews
Storytelling
Unfocused groups
4-24
Mechanical Devices
Galvanometers
Tachistoscope
Eye cameras
Audiometers
GPS
4-25
Sampling Plan
Sampling unit: Who is to be surveyed?
Sample size: How many people shouldbe surveyed?
Sampling procedure: How should therespondents be chosen?
4-26
Types of Samples
Probability
Simple random
Stratifiedrandom
Cluster
Nonprobability
Convenience
Judgment
Quota
4-27
Contact Methods
Mail questionnaire
Telephone interview
Personal interview
Online interview
4-28
Characteristics of GoodMarketing Research
Scientific method Research creativityMultiple methods Interdependence Value and cost of information Healthy skepticism Ethical marketing
4-29
Table 4.4 Marketing Metrics
External Awareness Market share Relative price Number of complaints Customer satisfaction Distribution Total number of
customers Loyalty
Internal Awareness of goals Commitment to goals Active support Resource adequacy Staffing levels Desire to learn Willingness to change Freedom to fail Autonomy
4-30
Table 4.5 Sample Customer-Performance Scorecard Measures
% of new customers to average #
% of lost customers to average #
% of win-back customers to average #
% of customers in various levels ofsatisfaction
% of customers who would repurchase
% of target market members with brandrecall
% of customers who say brand is mostpreferred
4-31
Tools to Measure Marketing PlanPerformance
Sales analysis
Market share analysis
Expense-to-Sales Analysis
Financial Analysis
4-32
Sales Analysis
Sales-Variance Analysis
Micro-Sales Analysis
4-33
Market Share Analysis
Overall market share
Served market share
Relative market share
4-34
Marketing-Profitability Analysis
Step 1: Identifying Functional Expenses
Step 2: Assigning Functional Expenses toMarketing Entities
Step 3: Preparing a Profit-and-Loss Statementfor each Marketing Entity
4-35
Distinguishing Types ofCosts
Direct
Traceable common
Nontraceable common
4-36
The Measures of MarketDemand
Potential market
Available market
Target market
Penetrated market
4-37
Estimating Current Demand
Total market potential
Area market potential
Market buildup method
Multiple-factor index method
Brand development index
4-38
Estimating Future Demand
Survey of Buyers’ Intentions
Composite of Sales Force Opinions
Expert Opinion
Past-Sales Analysis
Market-Test Method
4-39
Purchase Probability ScaleDo you intend to buy an automobilewithin the next 6 months?
0.00 No
0.20 Slight possibility
0.40 Fair possibility
0.60 Good possibility
0.80 High possibility
1.00 Certain